@LEVIS

A political activist, a DJ, an artist - for more than 25 years, Juanita MORE! has been a fixture in the drag world.

MORE! hosts fundraisers for LGBTQ organizations, and in 2017, she organized a march that brought around 10,000 people together.

For Levi’s 2018 Pride campaign, the denim giant shares her story and how she found her identity through drag.

"When I was growing up all I did was artistic things. I wanted to paint. I wanted to cook. At that time, it just didn't feel like the direction to go, and I had no one to inspire me to do that until I started doing drag and I realized I'd been living my life as an artist, but I didn't believe in it.

"I can't imagine how many drag queens are in every city. I think if I was to have my own TV show, I would get in a little truck, and drive to every rural city and find the one gay bar and the one drag queen, and interview her - because she's important to me."

Levi’s advocacy for the LGBTQ community is nothing new. Dating back to the ‘80s, the casual fashion company helped open the first AIDS clinic in the world (at San Francisco General), and continues today with their support of organizations that stand up for equality, such as the Harvey Milk and Stonewall Community Foundations.

"Our 2018 Pride campaign is about being proud, bold, and most of all, being yourself," says Levi's in a statement.

Check out Juanita MORE! in the video below, and make sure you check out her Levi's fashion designs ;)